[ZARA -Virtual Fitting Room ]
\nOrganization\/Brand overview
\nZara was founded by Amancio Ortega in 1975 and is owned by Inditex Group. The fashion group is the
\nlargest apparel retailer and is made up of eight different brands. The largest is Zara, with over 2047 stores
\nin 96 countries. The company operates with a lean organizational structure, which emphasizes high
\nperformance and works to reduce the number of managerial hierarchy levels and decentralize
\ndecision-making. Zara is also a vertically integrated company which means that they have control over
\nseveral or all of the production and distribution steps involved in the creation of their product at their
\ntextile dye house. From design to delivery, it takes the company only five weeks for a garment and only
\ntwo weeks for an existing model. This method shortens the product life cycle, which allows for greater
\nsuccess in meeting consumer needs.
\nMarketing Opportunity
\n\u201c Identify the marketing opportunity (product or service) your chosen organization\/brand can take
\nadvantage of and use as leverage to improve their business. Along with a detailed description of the
\nopportunity, you should discuss why this opportunity is relevant in the current context and is also
\nimportant for the company. This opportunity shouldn’t already be provided by your chosen brand.
\nThat said, the product\/service may already be in the market and offered by a competitor. But your chosen
\nbrand shouldn’t already be offering that product\/service.\u201d
\nZara is one of the most prominent fashion organizations and its expertise is dealing with the fast
\nfashion which is demanded both in the local and international regions. Zara has gained dominance as the
\nbiggest retailer because of specializing in assorted products for customer satisfaction. It was founded in
\nSpain by a Spanish fashion icon and gradually grew to a global merchandise distributor (Lee & Xu,
\n2020). Zara stays afloat in the international markets through establishing various opportunities which can
\nbe positively manipulated primarily for profit maximization. The virtual fitting room is the current
\ntrending technique in the business world which can have a positive impact on Zara when incorporated.
\nVirtual fitting room expounds having clients fit in their desired clothes or jewelry without physically
\ntouching the fabric. It is an advanced technology which functions by capturing a client\u2019s image and using
\nit to virtually fit the clothes according to their mentioned tastes and preferences.
\nZara should use the technique because it will elevate their online markets and attract new clients.
\nIt saves time because customers will make their purchases and fit in the virtual rooms thus minimizing
\nface to face selling. That is an excellent strategy especially for clients working on a tight schedule and
\nneed a change of clothes and other accessories. Another benefit is that it will reduce physical fitting which
\ntampers with the cloth\u2019s fabric (Lee & Xu, 2020). People have different shapes and sizes thus will
\nnegatively impact the fabrics due to expansion. The virtual fitting rooms ensure that an individual has a
\nclear view of how the selected cloth will look before they accept the delivery. It reduces chances that an
\nindividual will reject the placed order because most time has been allocated in ensuring that they have
\nmade an informed decision before placing a purchase.
\nReference
\nLee, H., & Xu, Y. (2020). Classification of virtual fitting room technologies in the fashion
\nindustry: from the perspective of consumer experience. International journal of fashion
\ndesign, technology and education, 13(1), 1-10.
\nMarketing Communication
\n\u201cMarket Communication: Use two concepts from Chapter 3 and two concepts from Chapter 4 to propose
\na communication strategy for your new opportunity. Along with a detailed description of your strategy,
\nyou should discuss why these strategies are suitable for your recommended opportunity.\u201d
\n[CONCEPT 1] Chapter 3
\nOne major weakness of advertising on a virtual platform is not being able to produce a physical and
\nnormal reaction, in a way, they won\u2019t see the product unless it is right in front of them. One idea that I
\nwas able to produce to encourage a virtual fitting room for Zara is building a virtual \u201cstore\u201d. People would
\nlike to navigate a set source of clothes on themselves, the main point of a virtual fitting room, but the
\npoint is that the technology overall is not yet advanced to produce pinpoint accuracy of the product. If
\nthey were to set up a virtual fitting room, they could produce something bigger. The idea is to utilize
\naugmented reality and virtual reality. A good strategy is to allow customers to not only recognize the
\nbrand but the store layout itself. Although it may vary, each store has a style to produce for customers.
\nVirtual Reality could allow users to walk around and see categories of clothes when they walk up to a
\nspecific section. From there, they could use augmented reality to debate the well-being of the clothes for
\nthemselves. It may not solve the accuracy but it could help people be introduced to where they could walk
\nto find the product or see a bigger category from the in-person store.
\n[CONCEPT 2] Chapter 4
\nAn idea that Zara could implement is the use of classic conditioning. With a specific sound being played
\nafter purchase through the virtual fitting room. The idea is that the sound would produce Positive
\nReinforcement when the consumer would buy their product. There would be an incentive to purchase and
\nutilize a virtual fitting room when the consumer is offered use of ease and possibly better deals. When
\nasked to purchase an item online through the application, if you were not going to use one of the deals,
\nthe purchase would not include a sound. If one were to give in to the exclusive deals you would hear the
\nsimple sound that customers can remember and be influenced to continue. \u201cIt\u2019s like a reward\u201d.
\n[CONCEPT 3] Chapter 3
\nAnother concept that Zara can highlight is the process of attracting the attention of its consumers. A way
\nthe company can do this is by focusing on individual and personal selection factors that are to be
\nconsidered when looking at decisions consumers make. These are the unique characteristics which
\ndistinguish one individual from another. In this specific case, the virtual fitting room simulation will allow
\ncustomers to distinguish what they want to wear and how it will potentially look on them and aid their
\ndecision making process. This feature would also allow the user to quickly transition from product to
\nproduct in comparison to the \u201ctrying on\u201d process that occurs in a tangible setting. This would greatly
\nbenefit Zara as a company because their website is known for being confusing for consumers.
\nAdditionally, Zara is well known for their large selection of fashion merchandise which can become
\noverwhelming for customers as they navigate their options on the website. This feature would also
\nprovide the opportunity for Zara consumers, who are known to be very fashion forward, to put together
\ndifferent articles of clothing to create their own individual outfits. Essentially, virtual fitting rooms would
\nhelp Zara capitalize on their main consumer market by making the clothing selection process more
\nefficient through implementing technology.
\n[CONCEPT 4] Chapter 4
\nLooking at chapter 4 lecture material, it is evident that there are two ways consumers process information.
\nThese ways include short term and long term memory. Implementing this virtual fitting room for Zara, it
\nwould be best to take advantage of imagery processing that occurs when consumers process information
\nwith their short term memory. With this added feature, consumers are exposed to sensory information
\nsuch as images and are able to make conscious clothing choices through this function. This imagery can
\nthen affect product liking and choices that the consumer makes. Hopefully, with the virtual fitting room
\nfeature, customers will appreciate their ability to see how clothes will look on them and remember their
\nfavorite pieces from their selections. As a result, our idea for the company will improve on increasing
\nattention in the consumer’s mind and making their fashion experience shift from their short term to long
\nterm memory. In layman’s terms, if we get consumers to pay more attention to how the clothes look on
\ntheir bodies uniquely, the information will be processed much more efficiently. We can also keep in mind
\nthat familiarity will increase the company’s chance for consumers to remember their clothing options\u2013so
\nhaving styles and pieces that are seen in trends on social media and other aspects of our daily lives will
\ngive us a better chance.<\/p>\n","protected":false},"excerpt":{"rendered":"
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